ISSN: 2141-0143 http://www.irdionline.com/africanarticle.html 1 African Journal of Management and Administration, Volume 6, Number 2, 2013 OPTIMIZATION OF INFORMATION TECHNOLOGY (MANAGEMENT INFORMATION SYSTEM) AS A STRATEGY FOR ACHIEVING BUSINESS OBJECTIVES AND COMPETITIVE ADVANTAGE: A FOCUS ON UNITY RANK PLC AWKA Onuorah, Anthonia Ngozi and Okeke Margaret-Mary Ngozi Department of Business Administration Anambra State University, Igbariam Campus, Nigeria ABSTRACT This study investigates the optimizations of Information Technology in service industries in Awka Anambra State. Unity Bank Plc Awka branch was used as a focus of the study. Three hypotheses were formulated and tested to guide the research work. The study reveals that information technology increases performance and productivity and equally aid in achieving organizational strategic objectives, competitive advantage and accurate, sufficient and up to dole information are generated through the use of information technology which also improve the effectiveness and efficiency of the organization. The Researcher recommends that optimization and proper management of information technology is necessary in order to attain to the organizational objectives and also achieve competitive advantages, Both large and small organizations are advised to optimize their information technology since they are valuable resources for knowledge workers, organizations and society. A four part information technology' strategy should also implement to reduce costs, increase efficiency and improve agency business process. Realizing the need for optimization will greatly improve services and service delivery, enhance policy making and enable enhanced analytic capabilities and reporting options. Keywords: Information, Information Technology, Service industries, optimization, Information Systems, Competitive advantage, objectives. INTRODUCTION It has become increasingly recognized that information is the most important strategic resource that any organization has to manage. Key to the collection, analysis, production and distribution of information within an organization is the quality of the information technology services provided to the business. It is essential that we recognize that information technology services are crucial, strategic, organizational assets and therefore organization must invest appropriate levels of resources into the support, delivery and management of these critical IT services and the IT systems that underpin them. However these aspects of IT arc often overlooked within many organizations. The challenge for a marketing strategy is to find a way of achieving a sustainable competitive advantage over the other competing products and firms in a market. A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. Porter suggested four "generic" business strategies that could be adopted in order to gain competitive advantage. The strategies relate to the extent to which the scope of a business' activities are narrow versus broad and the extent to which a business seeks to differentiate its products. Riley, (2012] Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high grade ores or inexpensive power, or access to highly trained and skilled personnel human resources. New technologies such as robotics and information technology either to be included as a part of the product, or to assist making it. Information technology has become such a prominent part of the modern business world that it can also contribute to competitive advantage by outperforming competitors with regard lo internet presence. From the very beginning, i.e. Adam Smith's Wealth of Nation, the central problem of information transmittal, leading to the rise of middle-men in the marketplace, has been a significant impediment in gaining competitive advantage. By using the internet as the middle-man, the purveyor of information to the final consumer, businesses can gain a competitive advantage through creation of an effective website, which in the past required extensive effort finding the right middle-man and cultivating the relationship. Correspondence Author: Onuorah, Anthonia Ngozi; E-mail: lawtonia@yahoo.com